Maison Martell opens reimagined flagship boutique with CDFG at Haitang Bay Duty Free Mall
Pictured at the ribbon-cutting ceremony [L-R]: Antonio Duva, General Manager APAC at Pernod Ricard Global Travel Retail; Liya Zhang, VP Global Marketing at Pernod Ricard Global Travel Retail; Laurent Pillet, CEO, Pernod Ricard Global Trave Retaill; Michelle Sun, Senior Vice President, Product Merchant Department; Assistant President, CDFG; Hongsheng Wang Deputy General Manager, CDF Sanya Downtown Duty-Free Shopping Complex; Tina Zhang, Deputy General Manager, CDF Sanya Downtown Duty-Free Shopping Complex
Pernod Ricard Global Travel Retail (PR GTR) and Maison Martell have announced the official opening of a new flagship travel retail boutique from the iconic cognac house, in China Duty Free Group’s (CDFG) Haitang Bay Duty Free Shopping Centre, on October 23, 2024.
Located in the most successful duty free mall on the island of Hainan, enjoying a high reputation among travelers and HNWI/collectors, the futuristic store builds upon the state-of-the-art digital displays and retail theater of the original. Now boasting 187 square meters of premium retail space with an enhanced sensorial exploration zone, tasting bar, lounge, "Angel’s Share" art installation and invitation-only VIP salon.
Together with the opulent deep blue and gold interior, the Martell boutique at Haitang Bay will offer consumers an immersive and mesmerising retail experience. It is the first to premiere PR GTR’s experiential strategy for FY2025, delivering to travelers the very best in retail execution and memorable in-store experiences via skilled brand consultants, including exciting, in-depth tasting rituals, storytelling and personalized tours of the space.
Inside, the full range of Martell products will be available to purchase, including from November, the latest permanent travel exclusive, Martell Noblige Noir.
Consumers who make any purchase from the prestige range will be gifted with exclusive tailor-made charms, the perfect dressing for their iconic Martell bottle.
Collectors will also enjoy access to Maison Martell’s collection of rare and exceptional cognacs, such as the L’Or de Jean Martell – Reserve du Château Chanteloup, L’Or Jean Martell – Zodiac Edition Assemblage du Dragon and Martell 70YO Grande Champagne.
The new store is an evolution from Martell’s first 21-square-meter boutique at Haitang Bay, opened in January 2021, in terms of luxury positioning, brand education and immersive brand experience
Liya Zhang, VP Global Marketing at Pernod Ricard Global Travel Retail, said of the store opening, “This stunning boutique is completely befitting of Maison Martell, as the market leader in its category, continually striving to meet the needs of Chinese consumers through consistently imaginative new releases and retail excellence. Visitors to Haitang Bay will be treated to the ultimate immersive experience, designed to attract and trade-up our younger consumers just discovering the pleasures of Martell as much as it is to delight our connoisseur customers. The addition of the VIP Salon adds that extra element of luxe and demonstrates our commitment to personalized five-star service and the creation of lasting memories. Over the long-term this store will deliver against our ambitions to build and enhance the brand image, capturing travellers’ hearts and minds in the last three feet.”
Antonio Duva, General Manager APAC at Pernod Ricard Global Travel Retail, said,“Beyond the commercial aspirations of this new flagship boutique, our vision is to ‘Soar Beyond the Expected’ and beautifully visualize the heritage of Martell Maison to enhance consumer education and strengthen their connection to the brand. The in-store sensory experience is the first implementation of its kind within China Duty Free, which we are sure will impress and delight travellers, whilst the bespoke VIP area and our personalization service add even more value for cognac lovers wishing to buy for themselves or for others.”
Ms. Michelle SUN, Senior Vice President, Product Merchant Department Assistant President, CDFG, added, “We are proud to unveil this flagship store at Haitang Bay, setting new standards in travel retail excellence for China Duty Free. We look forward to welcoming customers who are curious to discover the story of Maison Martell through sight, sound and taste; just a few minutes spent in this beautiful boutique will feel like they have been transported to the caves of Château Chanteloup. Our thanks to partners at Pernod Ricard Global Travel and Maison Martell for designing a wonderful space like no other.”
The new store can be found at Ground Floor, Haitang Bay Duty Free Shopping Centre, No. 118 North Haitang Road, Haitang District, Sanya city, Hainan Province, China.
Haitang Bay is the second largest duty free mall in the world since CDFG opened the Haikou International Duty Free City Shopping Complex in Hainan, in 2022. It attracts 7.5M PAX annually and boasts the best array of brands across all categories in travel retail.
See more photos below:
.jpg?&resize.width=322&resize.height=483)
